SYNC - Use Digital Without Digital Using You

SYNC - Use digital without digital using you. Discover our new campaign for SYNC, raising awareness about digital wellbeing to help Gen Z take back control of their digital lives.

A bit of Context:
7:18:39 - seven hours, eighteen minutes and thirty-nine seconds [source: the tech report]. That’s the average time Gen Z spends on their phones worldwide. This constant connectivity brings certain benefits [add benefits like the ability to stay in touch with f/f, provides easy access to educational and health resources etc]
However, this extensive screen time also comes with a downside. As the world becomes increasingly digital, there is a growing concern about the impact on mental health, particularly among Gen Z. Experiencing rising levels of anxiety and depression, often linked to the use of social media. Which results in things like cyberbullying and a big comparison culture.

Agency Strategy:
Our strategy was built on the realization that many young people do not spend over 7 hours, 18 minutes and 39 seconds a day on their phones by choice alone. This behavior is largely driven by the addictive mechanisms made by tech companies. These companies use strategies like infinite scrolling, echo chambers, personalized notifications, and gamification techniques to keep users engaged. They play on psychological triggers such as FOMO, social validation, and even self-esteem issues, making it difficult for Gen Z to disconnect.
In our campaign, we aimed to expose these tactics and raise awareness among Gen Z about how their digital habits are being manipulated [explain why it’s a good idea to show the problem behind the problem] [showing the reason for this problem: Gen Z's strong sense of activism, community, the fact that they understand it better than older people?].

Concept:
To effectively communicate this message, we created a concept that visualizes the manipulative tactics of big tech in a way that is both appealing and thought-provoking for Gen Z.
The video's core strength lies in its ability to resonate with Gen Z without coming across as parenting/directive. Instead of dictating behavior, we present the information in a manner that encourages reflection and personal choice. Our goal is to create a moment of realization—a powerful visual and emotional experience that prompts viewers to pause and consider their digital consumption. This approach respects the autonomy of the audience, offering Gen Z the insights needed [with different layers in the campaign] to make informed actions about their digital well-being.